Advertising Technology
Overview
This unit provides a comprehensive overview of digital advertising technologies relevant to measuring and managing multichannel campaigns. The focus is on developing technical skills and knowledge within a commercial data management platform to evaluate and refine advertising campaigns towards customer expectations by identifying and leveraging content for valuable user segments across multiple marketing channels and customer-facing touchpoints. Through a theoretical understanding of the customer journey and digital marketing principles, students will be empowered to launch relevant, consistent and personalised digital campaigns and forecast refinements
Requisites
26-May-2024
Learning outcomes
Students who successfully complete this unit will be able to:
- Plan and implement personalised and dynamic multi-channel advertising campaigns
- Develop unique audience profiles within a data management platform to identify valuable user segments across multiple and convergent digital marketing channels and devices
- Critically assess and forecast customer journey scenarios with a view to justifying approaches to converting end-user awareness to likely customers
- Demonstrate an advanced understanding of digital marketing practices and technologies implemented in managing global advertising campaigns
Teaching methods
Hawthorn
Type | Hours per week | Number of weeks | Total (number of hours) |
---|---|---|---|
On-campus Lecture | 2.00 | 12 weeks | 24 |
On-campus Class | 2.00 | 12 weeks | 24 |
Specified Activities Various | 6.50 | 12 weeks | 78 |
Unspecified Activities Various | 2.00 | 12 weeks | 24 |
TOTAL | 150 |
Assessment
Type | Task | Weighting | ULO's |
---|---|---|---|
Assignment 1 | Individual | 60% | 1,2,3,4 |
Assignment 2 | Group | 25% | 1,2,3,4 |
Test | Individual | 15% | 2,3,4 |
Content
- Issues and methods of audience measurement for campaign optimisation
- Data gathering within a digital data management environment
- Introducing practices and techniques for optimising campaigns for better reach across multiple digital marketing channels including search and social media
- Introducing theories and issues of automated marketing through algorithmic modelling
- Configuring and executing automated email and SMS campaigns
- Introducing methods and techniques of managing digital advertising campaigns in real-time
- Digital display ad bidding
- Organising and evaluating user segment performance data
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.